Tabs Design: 12 B2B Examples

Tab design on B2B websites organizes complex information while maintaining visual hierarchy and avoiding cognitive overload. Effective tabs clarify content structure, reduce scrolling, and help buyers quickly find relevant information. Poorly labeled or organized tabs frustrate users and increase bounce rates.

Deel is using tabs to show customer stories which is categorised according to the product features.

When should a B2B page use tabs at all?

When the visitor already knows which section they want. That is the test, and most tab implementations fail it. Tabs hide content behind a click, which is fine if the buyer arrives knowing they are the enterprise customer or the finance persona, and costly if they are still working out what the product does. Hidden content is also weaker for search and for AI retrieval, because what sits behind an inactive tab is easy to under-weight. Use tabs to let a decided buyer skip, never to make a crowded page look tidy.

Deel

Deel's tabs sort customer stories by product feature, which works because their buyers arrive with a specific problem already named, usually payroll in a country they have just hired into. Someone who came for contractor compliance does not need the EOR stories. The tab is doing genuine filtering rather than decoration.

Webflow

Webflow uses tabs to serve several audiences from one page, which is the standard solution when marketers, designers and developers all need different proof from the same product. The risk in this pattern is that the default tab silently decides who the page is for. Whichever one loads first is the audience you have prioritised, whether or not that was deliberate.

Lattice

Lattice applies tabs to a broad product suite, splitting what would otherwise be an unreadable feature page into coherent chunks. Worth noting how the labels are written: named for the job the buyer is doing rather than the internal module name. A tab labelled with your product's internal naming asks the visitor to learn your org chart before they can navigate.

Scryai.com

An enterprise AI example, and a useful contrast with the SaaS pages above. In AI the tab labels are frequently the only place a company states plainly which use cases it actually serves, so they carry more positioning weight than the tab pattern usually does.

Crunchr.com

People analytics, and the smallest company in this set. A good illustration that tabs are not only for large product suites. Even a focused product benefits when a page has to speak to both the HR buyer and the IT reviewer who will ask about data handling.

What makes tab labels work?

Label the job, not the feature. A visitor scanning a tab row is asking which of these is me, so the labels have to be written in their language rather than yours. Keep the row to five or six at most, make the active state unmistakable, and check that the content behind each tab is still reachable and indexable. If a tab holds something you need found in search or quoted by an AI engine, it probably should not be behind a tab.